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SHOP BRAND WE ARE OUR PLACE
WE´RE MORE ABOUT WELCOMING NEW BEGINNINGS AND SETTING NEWS GOALS
Lessons, setbacks, and what truly matters in 2025
We’ve spent days thinking about how to say goodbye to 2024, but the truth is, we’re not great at farewells or end-of-year reflections. We prefer to live in the present, though sometimes our ambition carries us away, and we don’t always follow the conventional rhythm.
A year ago, Dueñas was our best-kept secret, something we wanted to shout to the world. Today, we’re thrilled to share it and to see how this project, which is just beginning to spread its wings, has evolved.

From the beginning, our goal has always been to learn from everyone. If at any point we asked for your opinion about the brand, we want you to know how much we admire you! Every comment, every piece of feedback has been a true gift. This fascinating world of influencers has been incredible, and seeing how they join our story because they like what we do has been such an enriching experience. The best part? There’s still so much more to come.

When you start a project, the inevitable question always comes up: “But are you selling?” And yes, of course, selling is part of the journey. But to be honest, we’re still in a stage of growth and learning. We haven’t sold as much as we’d like, but every step brings us closer to our goals. We knew that manufacturing in Spain would come at a cost, and while not everyone values it, we hold no grudges. We keep listening to feedback and building a brand together that we are confident is part of a better future.

If there’s one thing that defines us, it’s our love for photo shoots. We deeply appreciate the sensitivity of those behind the camera and the models who help us tell a story far beyond a simple image.

We always talk about balance: looking back with gratitude, living the present with passion, and working toward a future full of possibilities. We love challenges, and we’re kicking off 2025 with a collaboration that’s as exciting as it is unexpected.

As we always say, Dueñas is for those who have their heads in the clouds but their feet firmly on the ground. We’d love to know what you think about our journey so far. Thank you for being part of this adventure! Together, we’ll keep dreaming and creating a bright future.




At Dueñas we talk about...
VISUAL SENSITIVITY
Javi Rico transforms the everyday into art through his visual sensitivity and meticulous attention to detail. His photography balances technique and emotion, showing that true magic lies in observation. At Dueñas, we share this vision: valuing the small moments.
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A SUNDAY OF EMOTIONAL HANGOVER
We celebrate our first anniversary with gratitude and excitement, reaffirming that we don’t just sell products—we create authentic experiences. Along the way, we have faced fears, learned, and understood that good vibes cannot be copied, they are generated. Our event was the culmination of effort, passion, and community, leaving an emotional hangover filled with pride. Thank you for being part of this journey.
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BREAKING MYTHS AND LABELS
At Dueñas, we’ve always sought more than just collaborations; we want real connections with people who feel fashion the way we do. This first year has shown us that authenticity is what truly matters, and that our community, regardless of gender, values fashion as an attitude. Thank you for being part of this journey, for every bit of support, and for continuing to grow with us.
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WHAT MATTERS, IS SHARED
Dueñas is born with a clear philosophy: what is essential is shared and endures. We believe in authenticity, emotion, and connection through objects that tell stories. Inspired by art, fashion, and technology, we seek a balance between innovation and humanity. In a disposable world, we bet on what is lasting, real, and shared.
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ODE TO SUSTAINABILITY
Dueñas approaches sustainability with honesty, acknowledging that perfection does not exist but maintaining a real commitment to responsible decisions. Its focus is on transparency, authenticity, and rethinking fashion based on fundamental values. Inspired by quality over quantity, it seeks to create beautiful and sustainable pieces.
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ODE TO OUR TRADITIONS
Dueñas celebrates the cultural richness of Spain by blending tradition and modernity in its designs, honoring its roots while embracing the future. The brand inspires authenticity and freedom, paying tribute to those who overcame the fear of being themselves. Each product is a bridge between the past and the future, reflecting evolution and cultural narrative.
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YOUR CODE, YOUR LAW
The evolution of our style reflects internal changes: before, colors expressed emotions; now, we seek comfort and simplicity. Trusted basics and a minimalist wardrobe allow us to face challenges with true attitude and elegance, based on confidence and authenticity. What matters is not the color, but how it makes us feel.
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THE BEST GIFT
This year, our letter focuses on valuing the essentials: authentic happiness, genuine connections, and meaningful moments. At Dueñas, we design bags that celebrate authenticity and durability, far from fleeting trends. Gifting a Dueñas bag is gifting purpose, history, and quality. Because what matters is not accumulating, but choosing with heart and what makes you happy.
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DUEÑAS IS BALANCE
Dueñas was born from a reflection on solitude in a massified society and the emptiness in the frantic pace of fashion, aiming to reclaim its essence and meaning. We strive for durable pieces, created with mutual admiration, balance, and a passion to transform the industry.
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